An interesting usability test found at Usabilla might just prove that tantalizing imagery doesn’t have the effect that advertisers claim and hope.
The results flabbergasted me. 96% of the participants remembered the Illy brand after seeing the ad, in contrast to only 50% for the Lavazza ad. While the Lavazza ad is a very appealing, smart and creative ad, it proved not to be effective. A couple of seconds after seeing the ad, half of the people didn’t recall the name of the brand.
Read more here.